A cinema chain asked us to assess the quality of its services through the eyes of an ordinary customer, while encouraging awareness of the other products offered by its venues. Alongside the entertainment on the big screen, the chain also offers a range of products and services such as food and leisure. The year before our involvement, a cross-selling campaign between cinema and restaurants had been launched but had not produced the hoped-for results. With our shoppers we began assessing how the other products were offered and how the bundled products were promoted. The shoppers bought tickets and expected the cashier to offer the cinema + dinner package once they had registered the number and type of tickets purchased. The restaurants had also put on sale a range of menus to be consumed during the film, which needed to be promoted before the screening. The objectives were to increase in-screen spend and to encourage an after-cinema stop within the venue, so cinema customers could also experience the centre's restaurants. The reports focused on upselling, rewarding the teams that were best at proposing the product bundles. The results were an 8% increase in packages sold after three months of checks, a 6% increase in in-screen menus and a 13% increase in restaurant traffic, which continued even after the first visit. The restaurant's products carried a perception of being expensive which, once tried, proved unfounded.
